基于大规模定制视角的关系营销策略研究-企业管理专业论文.docxVIP

摘要随着大规模定制时代的来临，大规模定制生产模式广受关注，但对该模式下的 摘要 随着大规模定制时代的来临，大规模定制生产模式广受关注，但对该模式下的 营销管理的研究仍是比较薄弱的一个领域，缺乏系统的营销体系。关系营销理论作 为不同于交易营销的新型营销理论，其核心在于研究如何建立、维系和提升企业与 顾客及其利益相关者之间的关系。虽然理论界对大规模定制营销理念与关系营销理 论日益关注，但将两者结合的理论研究仍不多见，因此有必要结合时代背景，对大 规模定制视角下的关系营销进行系统深入的研究。 本文首先在对大规模定制理论和关系营销理论进行深入研究的基础上，对大规 模定制视角下的关系营销的含义、特征和影响因素进行了拓展和补充，并着重分析 了大规模定制模式下关系营销影响因素；其次，从企业关系努力和客户关系努力两 个层面对关系营销影响因素进行实证研究，探讨关系营销影响因素间的相互作用机 理以及是否可导致积极的关系产出，进而提出了基于大规模定制理论的关系营销维 度模型：接下来结合时代背景，在关系营销理论指导下，以企业及其利益相关者的 关系为核心，重点探讨了大规模定制企业的关系营销策略，主要包括顾客关系营销 策略、员工关系营销策略、供应商关系营销策略、影响者关系营销策略等；最后结 合实际，为企业实施大规模定制下的关系营销提供借鉴和参考。 关键词。大规模定制，关系营销7影响因素7营销策略 AbstractWitll Abstract Witll the advent of mass customization era,the production of mass customization has attracted great concern of the society．But the marketing management is the weak link in this production mode and lack of systematic marketing system．Relationship Marketing as a new type of marketing is different from the theory of transaction marketing，the core is that the study of how to establish，maintain and improve the relationship between enterprise and the customers．Although theorists of mass customization and relationship marketing theory marketing concept growing concern，but will be a combination of both theore_tical research is still rare，it is necessary to combine the historical background， perspective on the relationship between mass customization systematic in—depth study of marketing． Firstlv．on mass customization and relationship marketing theory,based on in-depth gtudv of mass customization from the perspective of the meaning of relationship markering．characteristics and influence factors were to expand and complement，and analyzes the mass customization relationship marketing factors；Secondly,from the enterprise customer relationship between efforts and relationship marketing efforts of two levels of influence factors on the empirical study of relationship marketing mechanism of iIlteraction between factors，and whether the relationship can lead to a positive outpu